Behavioral Targeting: what is it and why does it matter?Kiri Tamte-Horan
There’s a reason display ads are so widely used: they get results. To take your digital marketing to the next level, we suggest our clients add behavioral targeting to the mix. Like retargeting, behavioral targeting uses online tracking to follow a user’s web-browsing behavior and compiles that data to determine what ad to display to that user.
There are three major components to behavioral targeting: tracking and data collection, segmenting a user based on online behavior, which defines interests, and connecting this data to show advertisements to that target customer based on those interests. What makes behavioral targeting so unique, and successful, is the real-time relevance it provides to the user.
For example, say I was looking to buy a car. If I’m anything like the majority of the population, I would research different cars, price ranges, brands, and gas mileage. Behavioral targeting would recognize that my recent searches all have certain behaviors in common and would serve me an ad for a car dealership. Behavioral targeting can get so specific, that it can target people based off the brands of cars they’re looking for as well!
Needless to say, this is a huge asset for any company because it shows an ad to people who are in the market to buy your product which will translate into higher conversions. Behavioral targeting is a cost-effective way of honing in on potential customers who have demonstrated some interest in your product, and an effective way to turn visitors into customers.